J. C. Penney Company Inc announced the launch of a powerful, integrated marketing campaign that highlights JCPenney's affordable gift assortment and invites customers to celebrate in the joy of giving this season. Consistent with the Company's Every Day Matters approach, JCPenney's marketing campaign communicates to customers that JCPenney understands their financial pressures and is designed to showcase the great value in shopping with JCPenney: great style, lasting quality and a price that makes sense for them and their family.
The campaign will incorporate pre-print, direct mail, national television ads, radio, online and email components as well as non-traditional media elements, such as in-cinema ads and mobile phone marketing.
“JCPenney is the department store destination customers trust for special, unique gifts that have exceptional style and quality, yet at very affordable prices – this unique value proposition matters more than ever this season,” said Mike Boylson, chief marketing officer for JCPenney. “Our Christmas marketing campaign will be very aggressive in its promotional messaging, making certain that customers know that JCPenney can help them celebrate the joy of giving by inviting them to purchase an affordable, memorable gift they can feel proud to give, even during these challenging economic times.”
JCPenney's integrated marketing campaign will focus heavily on the retailer's wide range of affordable gifts this season. Building on last year's success, JCPenney will once again highlight its “red box gifts” – a collection of 60 of the best and brightest gifts to give and get this Christmas. Taking JCPenney's gift assortment to a new level, the collection – available in-store, online and via catalog – features unique items such as a 2GB mp3 player, Sharper Image digital photo keychain, pet's view camera and the My Sports Gaming System, a 5-in-1 interactive sports game system with wireless remote controls that responds to your movement.
Kicking Off the Holiday Shopping Season:
Bringing to Life the Joy of Giving : In addition to the television spots, JCPenney will also launch a 60-second spot, “Lights Out” airing in more than 90 percent of cinemas nationwide. Also created by Saatchi & Saatchi, the commercial features a mom who finds a creative way to bring her family together to share what really matters this season -- spending time with loved ones and experiencing the joy of giving.
After-Thanksgiving Special: “Turkey Tailgate” Customers can beat the rush and stop in early to purchase this year's must-have Christmas gifts. Along with providing customers the option to sign-up for a wake-up call the day after Thanksgiving, JCPenney will promote its stores' 4 a.m. opening through a television broadcast commercial, “Turkey Tailgate.” Launching Nov. 26, the spot has a unique approach to the typical day after Thanksgiving tradition of waking up early by featuring shoppers tailgating with their Thanksgiving turkey leftovers in the JCPenney parking lot as they anxiously await for the store to open.
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